Why 'big paper' just went green in Indonesia.

Ubiquitous.  Paper is everywhere: from the hundreds of pages in each phonebook that is lobbed onto your porch every few months, to the coaster you set your drink on at a bar.  While paper seems to rule much of our world, the forests we get all of this paper from are, naturally, finite.  That is why I am excited to read that one of the world's largest paper companies, Asia Pulp & Paper, has decided to go green.  They will be using seedlings in managed plantations for future paper product.
In the article "Stunning reversal? Why 'big paper' just went green in Indonesia,"  they discuss APP's affect on the rainforests of Indonesia.  "In the past 20 years, Sumatra has lost natural forest equivalent in size to the state of South Carolina...Borneo, forest loss in the same period has been greater: more like the size of Oregon."  This is simply astounding.  These forests are home to countless unique species such as orangutans and the Sumatran tiger.  Throughout the years, APP has persevered in their foresting practice, even with the disappearance of some of these animals.
Why this drastic shift in policy?  Pressure from large corporations such as Disney, Mattel, and all of the top ten publishers is probably a good place to start.  Mattel launched a campaign in which Barbie's boyfriend, Ken, broke up with her after finding out she is involved in rain forest destruction.  Without pressure from these large economic powers, it seems there would be no reason for multinational companies like APP to cease their destructive practices.  It seems that everyone is in good spirits about this, and they expect APP to keep their promises, as they have a good track record with recent environmental pledges.
APP has figured out a way to make this economically viable, and that is important.  "We made a calculation about what's good for us as a business … we don't view this as a competitive disadvantage."  That is very important, as we can't expect companies to bankrupt themselves, they never will, even if it means the destruction of their own lands.  All in all, this is a very exciting prospect, and I look forward to seeing other companies follow suit (we can only hope)!